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The IA Element. Past, Present, and Future

Each part counts for its own purpose. But all elements must work together. The meaning behind it is the IA element.

The World IA Day was created to celebrate Information Architecture (IA) and to empower local leaders keep growing and sharing within their communities.

In 2020, more than anything, we want to reinforce this celebration – highlighting how IA is Elemental (or integral) to having the best results.

How IA ties and binds different ideas involved, the end users, the stakeholders, the designers and the developers. How IA is often the bridge element between them all and tying together through understanding. How IA filters the noise for a better collaboration for a growing community.

IA is essential, IA is key, IA is Elemental.

If you would like to attend our celebration, please bookmark this page and check back soon. We will be updating our content in the upcoming months. We look forward to seeing you!

Event date
Sat, 22 February 2020

Venue, parking and transit


Saturday, February 22, 2020


Admission Price

General Admission: Sold Out!

Student Admission: Sold Out!

  • Students are required to provide their school email address and their student ID number at registration.
  • Due to limited space, people who are on the wait list are not guaranteed a spot in the workshop.


Studio 55 ADP Innovation Center
55 South Lake Avenue
Pasadena, CA 94588

Venue website:


*All guests attending are required to bring some form of photo identification to be able to enter into the building.



Visitor parking is available at:
Pasadena Towers Parking Garage
55 South Lake Avenue
Pasadena, CA 91101

Parking is available in the seven story garage located behind the tower, Management Office directs administration and operation of garage. Visitor parking is available on the second level of garage.

Cost: $1.30 each 12 minutes / $17.20 daily maximum.

ADP does not validate parking. To purchase validations please contact:

  • Jessy Verdugo, Parking Manager
  • Phone: 626-765-0126
  • Email:
  • 800 East Colorado Blvd. Parking Office Pasadena Ca 91101

Although building security patrols the parking garage, Pasadena Towers & ADP is not responsible for vehicle theft or damage. Please lock your vehicle at all times.No overnight parking available


Alternative Parking Options:


Public Transportation

Metrolink services Santa Clarita, Ventura, Riverside, San Bernardino, Los Angeles and Orange County areas, closest Metrolink Stations to Pasadena Towers are LA Union Station, Glendale and Burbank Stations

Metrolink connection to Metro Rail: Metro Gold Line Lake Station is within walking distance from 55 S. Lake Ave.

Plan your trip with LA Metro:


Registration & Networking   

8:30 am - 9:25 am


Opening Remarks

9:30 am - 9:55 am


Morning Presentations 

10:00 am - 12:00 pm


  • Lynn Boyden Information Architect and Lecturer at Santa Monica College (Keynote Speaker) - Hidden in Plain Sight
  • Natalie Dunbar Enterprise Content Strategist - Information Architecture and Content Strategy: The Experience-Making Magic of Tidying Stuff: If we assume that content contained in information spaces is meant to be found, interacted with and consumed, what IA and Content Strategy have in common is a desire to improve wayfinding and navigation in those spaces to help users complete a task or transaction.
  • Geremy Mumenthaler Design Philosopher at Philosophie - The Architecture of Typography: Typography as a tradition favors strong structure born from the technology that created it. Just because the capabilities of using type have become virtually endless doesn’t mean we can’t learn from strong communication patterns of the past. You’ll learn a few things you can use today that will last you a lifetime.
  • Terri Rodriguez-Hong UX Tutor at CareerFoundry - How We Use IA to Structure Our Life: Taking information and learn how to alter the path, its okay if you make u-turns.


12:00 pm - 1:00 pm


Afternoon Presentations

1:00 pm - 3:25 pm


  • Ian Go Product Designer at Amplitude - Designing in a Data Driven World: With the advent of Netflix recommendations, business KPIs and our Fitbits telling us we haven’t reached 10,000 steps, data seems to be driving every decision in our lives. What does this numbers-first approach mean for the worlds of Information Architecture and Design? An analytics tool designer shares his reflections about the balance of data and human touch.
  • Matina Moreira Service Designer (Workshop Leader) - We are the data: In this workshop we will be gathering and analyzing data to address challenges from a user-centered perspective, putting into practice concepts learned from our speakers. Enjoy a hands-on experience where you can make new connections and learn how to gather and transform data into solutions.

Closing Remarks

3:30 pm